Latest / CattleUSA Daily / 146: Beef Promotion Abroad and at Home With Ryan Morehouse

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146: Beef Promotion Abroad and at Home With Ryan Morehouse · CattleUSA Daily

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Welcome to another episode of the Cattle USA Daily Podcast.
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Today we are welcoming back Ryan Morehouse with the Cattlemen's
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Beef Board on to the podcast today.
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Ryan has been on the podcast a couple Times Now sharing about
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what he is doing on the beef board, what the beef board is
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doing in general, and then more about the check off.
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Ryan comes on today and is sharing some really exciting
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things that have been happening over the past few months and
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things that are going to be happening in the future.
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And then also some opportunities, entities for
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producers or other industry stakeholders to get involved
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within the beef industry at a national level and have a larger
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impact. We break all of those things
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down today and share just a little bit more about everything
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that is happening within the industry.
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So without further ado, let's go ahead and jump into this episode
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with Ryan. But before we do, if you guys
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could take just a second to go like subscribe rate and review
0:52
this podcast, we would really appreciate it here at the team.
0:56
And if this episode resonates with you, share it with a
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friend. It is always great to get this
1:00
podcast out to it new people and just expand our audience.
1:04
So thank you all for being dedicated listeners and let's go
1:07
ahead and jump into this podcast episode with Ryan.
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Welcome to the Cattle USA Daily Podcast, your go to source for
1:17
the latest livestock markets, industry insights and the
1:20
updates shaping agriculture today.
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I'm your host, Lauren Moylan, a passionate advocate for
1:25
agriculture, here to keep you informed and connected.
1:28
Now let's dive into today's episode.
1:34
Ryan, welcome back to the podcast.
1:37
How is life in Texas treating you?
1:39
It's been a few weeks since we've last touched base and
1:42
talked. So how's everything going?
1:45
It's doing great. We've had a wonderful summer
1:47
here, unseasonably cool and wet for the summer.
1:50
So and it's, it's that way today.
1:51
So it's we'll take it. It's been good for the livestock
1:55
and good for the farmers and everybody's pretty happy.
1:58
Yes, absolutely. Well, I hear you've had a very
2:01
busy summer. You've kind of been all over the
2:03
place and you have a loaded fall schedule coming up.
2:06
You actually just got back from Williamsburg, PA, where you
2:10
attended the Little League World Series.
2:12
On behalf of the beef check off, can you share a little bit about
2:16
what that experience was like, what you were doing there for
2:19
the beef check off and all of those sorts of things?
2:22
You bet. So got to got to go visit
2:25
Pennsylvania for the first time. And I'm telling you, it was it
2:27
was beautiful up there. A lot more topography than I
2:31
that I thought. I mean, it's the kind of
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northern end of the Appalachian. So I was really curious to see
2:35
the country and it was really, really pretty, really great
2:38
background for that, for that Little League World Series
2:41
tournament. It's a a really neat deal.
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I've never been associated with that before.
2:45
Of course, had a son that played Little League baseball, but high
2:48
school baseball, but that's about it.
2:50
So it was a great time. Basically beef, that's what's
2:53
for dinner had one of their big, you know, that's one of their
2:55
big projects, one of the big events of the year and and they
2:59
sponsored the Little League World Series and so got invited
3:02
to go to, you know, see it and see what's going on there and
3:05
see the project and see the kiddos and promote beef.
3:08
And so it was a great time. Yeah, it sounds like it was just
3:13
such a fun experience. I know my husband and I were out
3:16
to dinner one night and we saw the Little League World Series
3:19
on the TV and I was like, this is actually like the only
3:22
baseball I want to watch right now.
3:23
Like, this is fun. It was like the final games too,
3:26
so all the kids were so excited. I was like, this is really cool.
3:30
I I honestly didn't even know it was a thing if I'm being
3:33
completely honest. Didn't know we had a World
3:36
Series for Little League. But hey, you learn something new
3:39
every day. Every day, yeah.
3:43
Can you chat a little bit more about why, like being involved
3:47
in something like this and something that we don't
3:49
necessarily think of when we think of the beef cattle
3:52
industry, we don't think of associating ourselves with the
3:55
World Series, Little League games.
3:58
Can you share why this ultimately benefited cattle
4:01
producers in the long run? You bet.
4:03
So you know, we're kind of trying to target different
4:06
audience for beef and you know, beef being we want beef to be at
4:10
the front of their minds as the the premier protein when they
4:13
get to choose. But being a official sponsor of
4:15
the Little League World Series, you know, you kind of you kind
4:18
of achieve that goal connecting with families and young folks.
4:21
And so you got the kiddos #110 to 12 year olds is kind of, I
4:26
think that range mostly 12 year olds.
4:29
And then also you got their parents.
4:30
And so the parents meet being probably millennial parents at
4:33
at this point. And so targeting two different
4:36
age groups there with, with beef messaging and, and wanting,
4:40
wanting beef to be at the front of their minds for an active
4:42
lifestyle and athletic lifestyle.
4:44
So that's kind of the thought there and, and really feel like
4:47
it was a great opportunity to to hit those two target audiences
4:51
with beef messaging. Yeah, that's just, it's such a
4:55
wonderful experience and it's great that you got to go and
4:58
experience a different part of the country.
4:59
I know Pennsylvania is beautiful and especially cattle country in
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Pennsylvania is so different than cattle country here in the
5:08
Midwest. And it's it's so fun, so fun to
5:10
experience and see and do all the things like that.
5:13
But that is not the only travelling you have.
5:15
You've done that recently and you're preparing actually to go
5:19
overseas to South Korea, is that correct?
5:23
You're going or not South Korea, just Seoul, Korea, right?
5:27
Yeah, South Korea. Seoul, South Korea.
5:28
That's correct. South Korea I.
5:30
Was I was correct? I was correct.
5:31
Yeah, you're prepared to go. There.
5:33
Can you share a little bit about what you're going to be doing in
5:37
South Korea and what all of that kind of looks like?
5:40
You bet. So, you know, every year the the
5:44
USMEFUS Meat Export Federation, who is a contractor for the
5:48
check off and they promote beef world or wide.
5:53
You know, they do a great job promoting beef worldwide.
5:55
So they take a Heartland team, which is kind of the the cut out
5:58
of the middle of the country where a lot of the beef produced
6:01
has some folks from the from the grains who, you know, provide
6:06
feed for beef and of course the beef folks and some pork folks
6:09
as well as they promote pork as well.
6:12
So they take a big team over on a trip this time every year.
6:15
And this year they're going to South Korea.
6:17
South Korea being our number one destination for beef exports
6:20
right now. It's surpassed Japan last year,
6:22
I believe. And so Japan still a great,
6:25
great place that we promote beef there as well.
6:28
And they eat a lot of American beef, but South Korea being
6:31
number one right now. And so taking a team over there
6:34
and spending a week and just hitting some retailers, hit some
6:38
restaurant chains that use American beef, visit the embassy
6:41
there, talk to some folks and see that team that that USMEF
6:45
team over there and listen to what you know, the challenges
6:47
they face and the things that they do to promote American beef
6:50
there in South Korea. Going to spend some time most of
6:53
the time there in Seoul and also go down to inch on South Korea
6:55
as well. That will be such a fun
6:59
experience and especially going somewhere that US beef is so
7:04
heavily imported to. I, I can only imagine what you
7:07
guys are going to be able to experience and just like the
7:09
cultural differences and just everything that is going to come
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along with that. And I think it's one of those
7:15
aspects that it foreign markets are really, really important to
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the beef industry, right? And it is one of those things
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that sometimes as people here in the United States and as
7:25
producers, we can kind of forget about how important foreign
7:28
markets are to our profitability here at home and how dynamic
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that relationship can be. And so it's so cool that you get
7:36
to go over there Are what are you, what are you most excited
7:39
about for Korea? I I'm going to Be Living by
7:42
Carrie seriously threw you on this trip?
7:43
Yeah, but what are you most excited for?
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I'd love to hear that. Well, you know, I got to go to
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South Korea in 2015 and Japan the same year.
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And so that was really, really neat.
7:54
So it's kind of return trip for me.
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We didn't spend a ton of time in South Korea the first time.
7:58
So this time we'll get a full view of it.
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You know it, it's amazing how big Seoul is.
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I mean, compared to, you know, growing up, growing up in the in
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the country, in Texas, the city is huge.
8:10
It's really exciting to see the, the different things like the
8:14
restaurants. There's, there's a, you know,
8:16
for example, there's a restaurant chain, a burger chain
8:18
called Frank Burger. And one of the biggest burger
8:21
chains is in South Korea and they use primarily American
8:24
beef. And so we'll get to visit them.
8:27
We'll actually get to go to corporate headquarters and visit
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with some other leadership about, you know, why are you
8:32
using American beef and you know, the experience and all
8:34
that. Of course you get to eat great
8:35
food. They they feed you like way too
8:38
much when you go on these trips. I mean, you're miserable by the
8:40
time you get done, but it's great.
8:42
And to get to try some of the local cuisine as well.
8:45
So that's always fun to see what they eat in South Korea, other
8:47
than burgers, course everybody eats burgers, but get to see
8:50
some of the cultural sites and some of the food that they eat.
8:53
And so that's that's really exciting.
8:56
I think we might get to take a quick trip up to the DMZ.
8:59
So that will be exciting. Just kind of a kind of a half
9:02
off day from promoting beef and just going to see that.
9:05
So I'm pretty excited about that as well.
9:07
So you know South Korea right now that the beef exports make
9:11
up about $415.00 worth of a fed beef animal and South Korea
9:16
makes up 100 of that 415. So just give you an idea how
9:20
much, how much, how much beef we export to South Korea.
9:23
It's a it's a big deal and so excited to go over there and see
9:28
what we're doing, promoting. Yeah.
9:30
Can you talk about like how important it is to be able to go
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and see this first hand as well? Because we can sit here and we
9:36
can understand the numbers and we can talk about how important
9:39
it is. I think going and seeing it
9:41
first hand. I'm going on a trip to Brazil in
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March, actually to do something very similar, but on a broader
9:48
scale of just like agriculture, not necessarily the beef
9:50
industry. Obviously we're going to talk
9:51
about beef over there, but the impact of going in person and
9:54
actually seeing the impact that the beef industry or the
9:58
agriculture has in different countries, different nations,
10:02
and what that kind of looks like.
10:04
Yeah. You know, the the main thing is,
10:05
is, is taking producers over there that pay into the check
10:09
off and taking them and let them see what, you know, the all the
10:12
things that USMEF does in this case.
10:14
And USMEF is a big contractor for the check off one of the
10:17
biggest. And and so people producer want
10:20
to know, well, you know, why do we, why don't we grant these
10:23
these US and we have so much money and what do they do with
10:26
it? And so to be able to, excuse me,
10:28
to be able to take a big group of cattle producers and even
10:31
grain producers over there and show them what they're doing
10:35
every day to promote beef and you know, American beef and
10:38
South Korea, as well as other nations, you know, they've gone
10:42
to other countries as well over the years.
10:44
And to see it first hand, to bring that back and be able to
10:48
explain to producers what they're doing, it means a lot.
10:51
And you know, MEF is great about taking the time to take
10:53
producers so that we do understand what they're doing.
10:55
And then when, when we have question questions in the
10:58
country come up, you know, is it worth it?
11:00
And you see what they're doing and explain to producers what
11:03
they're doing and then see the value that that brings back to
11:07
the, to the carcass is, is pretty important.
11:09
So mainly communication I guess is the main reason and and to
11:13
understand the markets and how you know how they change
11:17
especially with some of the stuff going on now, you know
11:19
with all the different tariff questions we have going.
11:22
But seeing how they kind of fight through all that still
11:25
promote beef in in different countries.
11:29
That will truly be a trip of a lifetime.
11:31
I love traveling internationally, but I love
11:34
traveling internationally even more when it's agriculturally
11:38
related. So even if we're going on
11:40
vacation, like if we can find somewhere to see a producer's
11:44
operation or do a plant or like something like that in another
11:47
country is always so fascinating because we do things a very
11:52
certain way here in the United States.
11:54
And a lot of other countries do things very differently in other
11:58
aspects of just production in general or the items that they
12:02
are producing. Like it's just, it's fascinating
12:05
because I'm very obviously very familiar with beef and corn and
12:09
wheat and soy beans and everything that we produce here
12:11
in the Midwest. But then you go to a country
12:14
like Japan and you're like shell shocked for weeks of like a holy
12:20
cow. There is so much more to the
12:23
world agricultural system than I even thought.
12:27
And it's just, it's always so fun to be able to do that.
12:30
So that is, that is such an exciting trip.
12:32
And I will be living vicariously through you.
12:34
Oh. Yeah, it'll be fun, but we'll
12:36
take lots of pictures. Absolutely.
12:38
Yes. Well, before you go to Korea,
12:41
you're actually headed back to Denver and you're going to be at
12:44
the beef promoting operating committee meeting.
12:47
For those that are unfamiliar with that, can you explain a
12:49
little bit about what you're going to be doing in Denver
12:52
before you go to Korea and kind of what that's going to be
12:55
looking like as well? Yeah.
12:56
So lots of work here over the next week.
12:59
The beef motion to operate committee is a committee of 20
13:01
producers made-up 10 CBB members and 10 Federation State Beef
13:06
Council members. And so basically that committee
13:09
makes the decisions on how the check off funds for this year
13:13
are awarded and to which contractors they're awarded to.
13:16
And so it's, it's a really, really important meeting,
13:19
probably 1 of, if not the most important thing that I do
13:23
through the year because basically, you know, that's a
13:25
lot of, that's a lot of responsibility to be one of
13:28
those voting members to determine, you know, how we
13:31
spend our check off dollars every year.
13:32
So this is my fourth year on the operating committee.
13:35
And so I feel like I've kind of done it enough to understand it,
13:39
but it's a, it's a great process.
13:41
It's a very transparent process. And, and, but it's a lot of work
13:45
and it's a lot of study. You know, I think I've got my
13:47
book here. I'll just show you my, my book
13:50
of all the, the authorization request.
13:52
See, I think that is so I, I've got to be studied up on that and
13:55
know everything there is to know about all those ARS that they're
13:59
going to present to us that we've somewhat familiar with
14:02
because they've presented to us two or three times already.
14:05
But this is kind of the final, the final meeting where they
14:08
make their pitch and, and the challenging part, what the
14:12
supplies being like they are, you know, the check off dollars
14:14
are lower. And so I think the, the acts
14:17
asked this year from the contractors is, you know, I
14:20
think 52,000,000 right in there somewhere.
14:24
And I think we've got about 40 to, to giveaways.
14:27
You know, cutting 12 million out of what they're asking is not
14:29
going to be fun. I wish we had the dollars
14:32
because all the contractors do an outstanding job with the
14:34
dollars in my opinion and others opinions, but it is what it is.
14:38
So we've only got so much money. So really get down to the nuts
14:42
and bolts of of projects and ARS and what's effective promoting
14:46
beef demand and then making those decisions and and voting
14:50
on it. And obviously my opinion can be
14:52
different than others. And that's why it's very
14:54
democratic transparent process where everybody has your opinion
14:57
on the different ARS. And then ultimately at the end
15:00
of that meeting, we'll come to a decision and and approve a
15:03
budget and approve how the money spent.
15:07
Yeah, that can I can only imagine the difficulty of
15:10
sitting in a meeting like that and listening to everyone
15:12
present their pitch and be like, you have merit, you have merit,
15:16
you have merit. Like if I could give money to
15:18
all of you and do it well, I I would, yeah.
15:22
But you can't at the end of the day, which I think is probably
15:26
one of the hardest aspects, right?
15:27
Because we want our beef check off dollars to be going to
15:30
things that are impacting the beef industry positively and
15:33
continuing to grow demand and follow the values that the beef
15:37
of check off holds. But at the same time, it's like
15:39
we we want to be able to give money to everyone to be able to
15:42
go do that and to fulfill that mission.
15:45
What's the most difficult part of being a part of that process
15:49
and on that committee, in your opinion?
15:51
Well, you bet you that I think the hardest part is, is having
15:55
to cut funding from some of the authorization request because,
15:59
you know, we just maybe the committee feels like it's not,
16:02
you know, it's not quite as good as the next authorization
16:04
request that promotes beef demand.
16:06
And so, you know, it's kind of tough if a contractor comes in
16:09
there with, with a new idea, because we always want people to
16:11
be creative and come up with ideas.
16:13
But you know, comes up with a new idea that that we just don't
16:16
think quite maybe now's not the time or maybe, you know, we just
16:21
don't have the funding for it. So it's that's probably the
16:23
biggest challenge. And course, again, everybody's
16:26
got a different opinion on what's what's important and
16:29
which ARS are the most effective.
16:32
End of the day, they're always, they're all really good ideas
16:35
and really good. And some of the programs are
16:36
ongoing, you know that just like USMEF will be there.
16:39
And so we know they can bring real numbers and show you what
16:43
they do and, and a lot of the others do as well.
16:45
But it's tough, it's tough cutting money out of people's
16:48
budgets, especially when you know they're going to do great
16:51
work with it. But it is what it is.
16:53
You know, maybe we get this hard built back up, we'll have some
16:55
more check out dollars or some other opportunities, but we just
16:58
have what we have to work with and we'll we'll get it divided
17:01
up and hopefully I know they'll do great work because all the
17:04
contractors have done great work over the years.
17:07
Yeah, wonderful. How do you kind of like decide
17:10
the different, like the balanced approach that you want to take
17:14
to funding all the different categories?
17:16
How do you guys kind of go about that process?
17:18
Well, you know, some some focus just on promotion and some focus
17:22
on education and some focus on research.
17:24
So you know, those are kind of the areas you know, you got
17:26
research, education and promotion being the and all
17:30
those driving demand for beef. So all those different things
17:34
are important. And so trying to decide, you
17:36
know, how much money to put in the research, whether it be
17:39
nutritional research, you know, pre and post harvest safety
17:43
research, which is ongoing. And you know, research is it,
17:47
it's really exciting to me because, but it's also very slow
17:51
getting the results. You know, you start a research
17:52
project, it may be 3 years before you see the results of
17:55
it, But knowing how foundational that research is and, and to
18:00
continue funding those things. And you know, promotion is
18:02
people just for dinner is probably the the most obvious
18:05
brand and the request that we get or, or the comes back every
18:09
year. And they do outstanding work
18:11
just like we talked about like the Little League World Series
18:13
and getting that messaging out to people's.
18:15
I guess I kind of have a balanced approach to it.
18:18
I think funding all the different areas at a certain
18:20
extent, but you know the ones best bang for your buck I guess
18:24
for beef, demand is probably the most important thing we get
18:27
funded and and so probably nobody's going to go home with
18:31
what they want, but hopefully we can get enough to where they can
18:34
do great work for the check off. Wonderful, wonderful.
18:37
Well, I'm excited to see how it all shakes out here next month
18:41
and just kind of see the results of all of that really difficult
18:45
decision making that that you guys have to do as part of that
18:48
committee. Talking about your position a
18:50
little bit, USDA is currently seeking nominations for the next
18:55
round of the Cattlemen's Beef Board.
18:57
Can you tell us a little bit about just the opportunity that
19:00
that is and what kind of is opening up with that?
19:03
You bet. So right now, you know the the
19:06
amount of board members depends on the spot cattle and the
19:09
number of cattle in each state and in the country.
19:12
So for example, Kansas and Texas have quite a few board members
19:16
because we have quite a few cattle.
19:18
And then right now our total number of board members is 99.
19:21
I think when I got on the board four years ago, five years ago,
19:25
I think it's four whose track I think it was 101.
19:29
And so obviously our numbers are shrinking a little bit.
19:31
But you know, we need some fresh blood in there.
19:34
Obviously we we've got some folks with tenure.
19:36
Most people that get on the board will will do you can do
19:40
six years on the board, you do a three-year term and then if you
19:43
get re nominated, you do another three-year term.
19:46
Of course, everyone has to be approved by the Secretary of
19:48
Agriculture, the USDA. And so it's not, it's not a
19:52
sense deal if you get nominated by your local organizations
19:57
doesn't necessarily mean you're going to be on the board because
19:59
the USDA may, may want somebody different.
20:02
But most of the time it works out very well.
20:04
But that's what we're asking for now is folks that are interested
20:07
to, to, you know, submit their names, organizations submit
20:10
their names. And so we can get that process
20:12
started and look for some folks that want to serve.
20:15
And again, it's a commitment, you know, it's a 3, three to six
20:19
year commitment depending on how long you stay on.
20:21
And it takes a while to understand the check off, any
20:24
check off work in the past to understand how it works and all
20:26
the moving pieces of it. It, it takes a full 6 years to
20:29
really have a great understanding of it and, but so
20:32
we won't experience folks, but it's, we also want some, some
20:35
new folks in as well. So get us old folks like me off
20:38
there and put some new blood in there.
20:40
It's always a good thing. Absolutely.
20:42
Ryan, can you share a little bit just about your experience being
20:45
on the board and just what it has kind of meant to you
20:48
personally as well? You bet.
20:50
You know, I started back on the Texas Bid Council a long time
20:54
ago, probably 2011 or 12. I think it's when I started on
20:59
that and spent six years on that and moved to and was the
21:03
chairman of that and then moved into the federation for NCBA,
21:07
which is still the check off part Federation state councils
21:10
and spent some time with that and then came over to CBB.
21:13
So I've kind of seen, I've seen all the different areas of the
21:16
check off. I've been I feel blessed to do
21:18
all that stuff and represent all those organizations.
21:21
And and so it's been it's been a lot of fun meet a lot of great
21:25
people along the way. And you know, with the common
21:28
theme of, you know, promote beef and the promoting beef using the
21:32
check off. And so it's been great.
21:34
You know, I'm kind of getting towards the end.
21:36
Hopefully, you know, chairman this year, be pastor next year.
21:39
I'll still be on the board, but they'll kick me out to pasture
21:41
kind of a little bit next year, but I'll still be around.
21:44
But it's it's been great, a lot of great producers, you know,
21:48
met people and states that I would never have met otherwise.
21:51
You know great producer all over the country.
21:54
Like I said what the common goal from promoting our industry and
21:57
promoting beef. So been been quite a blessing
21:59
for me. Yes, you touched on earlier that
22:03
it's really important to have a diverse board, a young board, a
22:07
board that's bringing in new ideas, but also having those
22:10
tenured voices on there. Can you talk about just kind of
22:13
what makes a great candidate? What makes someone really like,
22:16
if someone's listening to this and they're like, oh, I'm
22:18
thinking about it, or I might, might know someone who should
22:21
apply. What makes a great candidate or
22:23
just a great member of the Beef Board?
22:26
You know, I think, I think the main thing is we want people to
22:29
be active and we want them to show up for the meetings and we
22:32
want them to to participate and give input, give feedback to the
22:37
contractors when they sit in the committee meetings in the summer
22:40
and winter meeting we go to. I think, I think folks need to
22:44
commit to that. I mean, I think if you say I
22:46
want to be on a board, you need to, you need to show up and, and
22:49
be there. You know, throughout the years,
22:51
you find people they put on the board and you don't ever see
22:54
them again. And that's kind of a waste
22:56
whenever you can find somebody that could actually want to make
22:58
a difference. And of course, if you want to
23:00
get real involved in you kind of, you may want to be a
23:03
committee chair or maybe you want to be get more involved, be
23:06
a committee chair, be a, you know, get on the get an officer
23:09
role. If you want to do that, get on
23:11
the operation committee and we you have to interview for all
23:13
those jobs because I have to interview for every job I've had
23:17
on the catalyst beat board. And so it's, it's a great
23:19
process. It's like, it's very fair
23:21
process in my opinion. But we just want folks that the
23:24
producers from all over it, from all parts of the industry, you
23:27
know, we've got from a Cal calf up to importers that are on the
23:31
board because importers paying the check off as well.
23:34
So a pretty diverse group, but just folks that want to, they're
23:37
passionate about our industry that want to do good and want to
23:40
do great work. And that's probably the main
23:41
thing. Yeah, we talk about it on here
23:44
all the time of like getting involved within the industry
23:47
outside of just our cattle operations, whether that be at a
23:50
state level, at a regional level, national level, whatever
23:53
that looks like. And I think that this is a great
23:54
opportunity for producers to be involved and to push themselves
23:59
a little bit to get involved at a national level and kind of
24:02
just be involved in what the beef Chuck off does and be that
24:05
voice for either your region or your industry specific thing
24:10
that you are doing, whether it's you personally or someone you
24:13
know. It is really important that we
24:16
get new people in and have we want hundreds of people to apply
24:19
to this so that we have just a really diverse group of people
24:23
that we can bring into the next round of the beef board and what
24:27
that's going to kind of look like and all of the things like
24:29
that. So Ryan, we are kind of rounding
24:32
out the podcast today and we have covered a lot of different
24:35
things from Little League World Championships to just being
24:40
involved in the industry as a whole.
24:42
Are there any any final thoughts that you would like to leave
24:44
with our listeners today? Yeah, just one quick thought as
24:48
you were talking there. The thing I encourage people to
24:51
do, you know, check off, it's somewhat controversial.
24:53
We've talked about this in the past.
24:55
Anytime you take money out of somebody's pockets, it gets
24:58
controversial, right? But if you don't understand the
25:00
check off and you know you've heard bad things about the check
25:03
off, I encourage those people to get involved because get on the
25:06
beef board and we'll explain it all to you.
25:08
And then, you know, whether you agree with or don't agree with
25:11
the end of the day, at least you'll understand how it works.
25:13
We try to be very transparent and all that everything we do.
25:17
And so I encourage people that want to learn in addition to,
25:20
you know, want to do good for the industry.
25:22
But if you just want to learn more about the check off and
25:24
maybe you have some doubts about it, I encourage people to get
25:27
involved. And by the time you get off the
25:30
board, you'll least understand how it works.
25:32
Again, agree or agree with it, you'll understand and that's
25:35
that's the main thing is education, but just appreciate
25:38
the time and opportunity to visit with you and look forward
25:41
to having a great fall getting into the fall almost September.
25:44
So football season's getting going and so it's exciting time
25:48
around school started again, college started again.
25:51
We sent my took my youngest to University of Tulsa a week ago
25:56
and so it's pretty quiet at our house right now.
25:58
Other than that, we're we're good.
26:01
Awesome, awesome news. I know our family is very
26:04
excited for football season. K State's first game was last
26:07
weekend. Unfortunately, I I'm still sour
26:10
about it. I would like to just forget that
26:13
that happened. Yeah, I heard about that, Yeah.
26:16
Yes, it was, you know, it was something, it was something
26:19
hopefully we learn how to catch the ball later in the season and
26:24
the rest of the season goes well because my husband and I are
26:26
very excited for football season and I would like both the Chiefs
26:31
and K State football to do great and all the things that go along
26:35
with that. We will be consuming plenty of
26:38
burgers at all of our tailgates and all beef hot dogs.
26:41
Over here. Only in this family, if you if
26:45
you bring it, sorry to the pork industry.
26:46
We do love the pork industry. I would like that to be known.
26:49
But it is all beef hot dogs in this family at those tailgates,
26:53
so. That's right.
26:54
That's right. Absolutely, yeah.
26:57
Well, Ryan, thank you so much for your time today and
27:01
commitment to come on and share a little bit more about what is
27:04
going on as far as the beef board goes.
27:07
Check off all of the things go and just sharing about your
27:10
experience. I'm excited for your trip to
27:13
South Korea and what that all is going to look like and just to
27:17
see all of the reports that come back from that experience for
27:20
everyone that's going to be able to go over there.
27:22
So Ryan, thank you again for your time to all of our
27:25
listeners out there. I have all of the beef check off
27:27
links linked down below if you guys are interested in learning
27:31
more about either applying to be on the beef board, the beef
27:34
check off in general, learning more about beef is what's for
27:37
dinner. Any of those certain things that
27:40
the beef check off handles. I have all of those things
27:43
linked down below for you guys to go check out.
27:45
I myself am involved with the beef check off through the Trail
27:48
Blazers program. That is just been as truly,
27:52
truly instrumental aspect of me growing as an individual.
27:56
So I encourage you to just go educate yourself and educate
27:59
yourself on what the beach checkoff does and just go check
28:03
out those links, link down below.
28:04
They do a great job at sharing everything that your dollar is
28:07
going towards. So we encourage you to do that.
28:09
And as always, thank you to everyone listening and we will
28:12
see you all tomorrow on another episode.
28:14
Have a good one y'all.